https://www.cnet.com/roadshow/news/audi-disney-holoride-vr-marvel-avengers-in-car-entertainment/

This game, called Marvel's Avengers: Rocket's Rescue Run, is the first demo product from Holoride, a new startup in which Audi will hold a minority stake. It's the result of Audi and Disney's promised new media format, which aims to bring virtual reality to passengers in cars. The VR experience is intended to match, visually, what the passengers feel as they ride: If the car turns, accelerates or brakes, the VR environment will do the same thing. And the "experience" -- whether it's a game or a movie or something else -- will be automatically tailored to the length and movements of your drive route.

Specifically, Holoride will offer something called "elastic content," automatically generated to suit each journey. A movie streamed on your iPad might be longer or shorter than your actual drive, for instance, but every one of Holoride's experiences would automatically match up to the length of a route programmed in the car's navigation system.